IPTV technology is now mainstream. Many service providers have already launched or are in the process of launching consumer IP video services in an attempt to maintain or gain market share in a fast moving, end-user focused competitive arena. Their initial approach has been to offer service bundles of voice, video and data (triple play). These same service providers are contemplating providing their customers with blended VoIP, video and data services (rather than bundling traditional voice), as well as with quadruple play, which includes mobile services.

Some typical current strategic, tactical and operational IPTV-related service provider issues include:    

• Media aggregation, management, and distribution solutions
• Content negotiation
• Existing network and network component capabilities
• Broadcast and multicast delivery capabilities
• Capacity to perform realistic trials
• Enhancing and streamlining business operations
• Management and billing capabilities
• Quality of experience (e.g., spectrum utilization index design, interactivity, and User Interface (UI) responsiveness)
• Quality of service (e.g., video/audio stability, scalability, and redundancy)
• Home networking components, deployment and maintenance
• Differentiated applications integration
• Personalization of existing applications
• Security and digital rights management
• Understanding the impact of offering video services on the organization

The challenge of integrating new technologies, features and services into the service provider's network is complex and demanding. The transformation process usually involves maintaining existing services while developing and migrating to the new service environment. To cope with this level of complexity, many service providers turn to a partner they can trust to help them transform not only their network and services, but also their business operations. This usually includes a combination of professional consulting and integration/deployment services.

As will be discussed in a companion white paper, "The Need for IPTV End-To-End Solution Integration: Lessons Learned the Hard Way," experienced solutions integration (SI) partners have developed the capabilities to address the real issues that service providers face when implementing IPTV or triple play. The SI either takes on turnkey end-to-end projects as the prime integrator and trusted advisor, or it can provide consulting advice in targeted areas such as:    

• Network integration
• Performance
• Security
• OSS/BSS integration, and/or operations analysis
• Rapid integration of new revenue generating, enhanced applications

The SI partner should have specialized lab environments that allow it to pre-integrate end-to-end solutions with its own best-in-class partners. The labs are also used to develop the stringent processes required to carry out realistic proof of concept, trial, and commercial deployments for the service provider.

This paper describes how to perform IPTV solution integration, blending end-to-end IPTV component technical knowledge with a strong business-focused approach to create closely integrated work packages that are strung together via a "golden thread" that ties together all deployment lifecycle phases for maximum efficiency and consistency, making IPTV deployments and enhancements predictable, reliable and successful. The golden thread is a proven formula and methodology based upon many years of lessons learned in the field.

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